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Introducing Lola & Fitz a new kind of babywishlist


Every once in a while we talk to some inspiring mama's behind a brand, blog or a mompreneur. First up is the amazing founder of Lola & Fitz.


For those who don't know about LOLA & FITZ can you tell us a little bit more about Lola & Fitz and what made you start up Lola & Fitz?

Well, 3 years ago I got pregnant and while I had a wonderful pregnancy, I was also kind of overwhelmed with all the choices I had to make. Too many questions and no idea where to start. Which bassinet, which stroller to buy, how many rompers, what kind of care products etc. I really felt like I needed some help. Not only inspiration, but also help to get organised. And maybe it was the pregnancy hormones, but I thought, why don't I just create the thing I was missing. And that's how LOLA & FITZ got started. The idea was to create an online platform for the cool, minimalistic, fashion forward, and conscious mama-to-be. Where you could not only get inspired with beautiful carefully curated baby products, but where you could also make your own personal wishlist and get organised.  A list you could use for yourself or you could even share it with family & friends so they know what to buy for you during your pregnancy.

And about yourself?

I grew up on Curacao, a beautiful small island in the Caribbean and moved to The Netherlands when I was 18, to get my university degree in Finance here. Fast forward to 13 years later and I'm living the Amsterdam city life with my husband and two-year-old boy.  I LOVE this city, but I do have a continuous love/hate relationship with the weather here. Something I will appearantly never get used to ;-). 

How do you maintain balance in your business life and mum life?

This is a though one.  Anyone who knows me, knows that I am an extremely chaotic person. And I used to think that that was kind of my charm. But then I became a mom, and all of a sudden I had to incorporate some structure into my life, and this might have been one of the biggest challenges I had to face. When you run your own business the lines between work and play are kind of faded. But I made a rule for myself: whenever I'm with my little boy he has my undivided attention. This does mean that I work a lot of long nights, but I wouldn't have this any other way :-) 

Who inspires you?

A total cliche, but I am going to say: my husband. He is constantly pushing me to work hard, be fearless and follow my dreams.  Whenever I'm with him I really feel like I can take on the world. 

What is your personal essential for a newborn baby that every mom should have on their wish list? 

I am a huge advocate of 'less is more'. This might have something to do with the tiny Amsterdam apartment we are living in. But looking back at the first few months as a mother, providing the best care for my baby was the most important thing. Especially for that fragile newborn skin. So for me it was important to really invest in high quality skin care products for my baby, without all those harmful chemicals. Which is why I love everything from Minois Paris. 

Anything you can share with us about Lola & Fitz we don’t know yet? 

At LOLA & FITZ we carefully curated our favorite pregnancy must haves, newborn care essentials, on-the-road necessities, items for the nursery, unique gifts, memorable experiences, and more. But if you want to add a gift from your own favorite webshop, that is no problem! You can add any gift from any website to your wishlist with the ‘LOLA & FITZ Gift Scanner’.  So it's kind of like a one-stop-shop from the moment you realize your pregnant. 

Thank you!



LOLA & FITZ launched in November 2014 with a fresh and personal way to add all your favorite baby items to a beautiful fully customizable wishlist and share it with family and friends on all your social networks, by e-mail — or add it to your babyshower invitation. Your favorite newborn items from Mirle and Tess are also available via LOLA & FITZ now, visit and create your personal wishlist!


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Why organic XX

It has been over a month since the launch of our store and what a great responses we had so far! We are so grateful and really love to work on our plans for this year. We are really excited to add more items and brands to our store soon.

In our first blog we told you a little more on what MIRLE AND TESS is all about. We have collected our favorite brands for organic and natural babies and kids items. In this blog we would like to share a little bit more about why the use of organic cotton is so important to us. So why organic?

When selecting our brands for us the use of natural ingredients in toys and organic cotton for clothing is really essential. Our concept is to provide modern but organic clothing and accessories. Off course we are no experts but at least we try to provide the safest choice and try to prevent toxic and dangerous chemical materials on your babies' skins. Knowing that a babies skin is much thinner than an adults skin and that their skin absorbs things very easily and chemicals can be absorbed in their blood as well, it is important to us that their skins are not exposed to chemicals that can be harmful. There are so many articles about what’s good and not for you baby and you can never be too safe when making choices for your litte one right? Besides the use of organic cotton it is also important that the dyes that are used on the clothing are safe and free from chemicals especially since we also know the effects of these chemical materials on babies' skins.

Most of us already know the benefits of organic food and the demand for organic food is increasing. But did you know that cotton is actually considered the world’s dirtiest crop due to its heavy use of insecticides, peticides and chemicals?  According to the World Health Organization, 20,000 people die every year from accidental pesticide poisoning in conventional cotton agriculture. Also on Netflix there is currently a documentary called ‘The true cost’ it is a horrible documentary to sue but made me realize how huge the issue with the cotton production actually is.

Organic cotton is grown without the use of chemical fertilizers, pesticides, and insecticides. Other safer methods are used to produce the crops, such as crop rotation. The Global Organic Textile Standard (GOTS) is recognised as the world's leading processing standard for textiles made from organic fibres and prohibits the use of the kinds of chemicals commonly used in textile processing that can cause cancer, birth defects and other serious illnesses. GOTS requires that all dyes and auxiliaries assessed to its strict criteria and approved prior to their usage. Brands that work with GOTS certified organic cotton are super easy to recognize so it makes choosing for organic cotton much easier.

Not only is organic cotton for as far as we believe a safer choice for your babies skin, organic cotton is also super soft, it feels so much better and is more durable than regular cotton. Organic cotton also reduces allergic reactions so another reason to go for organic cotton.

Organic cotton is very important to us but you also want the clothes to be stylish and modern. Luckily more and more brands are becoming aware of the importance of the use of organic cotton and when we started our search for the nicest organic clothing we could find a whole range of options. We have carefully selected our favorite brands that make contemporary stylish organic clothing and at Mirle and Tess we love to provide these items to you. We are super proud of our collection so far and we can’t wait to add more brands to our store.

A short little intro to our brands that are using organic cotton is below. Just click on the brand name to view our collection! Enjoy!

Studio Romeo

We love the super stylish carriers of Studio Romeo! All of their products are made of 100% organic cotton (some of them are GOTS-certified). This means that they are made with natural fibres from pesticide-free organic farming. Because they are also aware that babies' skins are ultra-sensitive also the colorants that are used are natural, and the dyes are from plants or water-pigmented so they are nontoxic, solvent-free and without heavy metals or Volatile Organic Compounds. By using only natural colorants and plant-based dyes, they eliminate any risk related to the use of chemical products, which are toxic and dangerous, particularly since knowing the effects of these chemical materials on babies' skins. And after many years of sling use, they know how much our babies love to chew everything that comes near them – even a piece of cloth. 


The iglo+indi SS17 main collection is entirely organic and made with GOTS certified organic cotton. 

GOTS certified requires items to contain at least 70-95 % organic fibers. GOTS is the strictest certification for organic material on the market today and include rigid controls of, among other things, chemical use, salaries and working conditions for everyone involved in the entire manufacturing process, from raw material to the final product.

Konges Slojd

We have selected Konges Slojd for all their pretty little items that are designed with so much love. All products in their new line are made of GOTS certified organic cotton. They use 100% organic cotton in their products and even provide raw organic cotton items like the muslin cloths. It is all so soft and a safer choice for your baby!

Phil & Phae 

We first fell in love with Phil & Phae when we saw the RAE Jumpsuit, so beautiful. When exploring Phil&Phae we noticed that luckily most items in their collection is made from organic cotton!

Phil & Phae also has a sustainable design philosophy: while bringing exciting new colours and additions each season, the styles are timeless and designed to be enjoyed for more than one season. Phil&Phae collections are made in a carefully selected sewing house with high ethical and environmental. We can’t wait to see the new collection which is coming to our store soon.




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Yay we’re live!

Welcome to the blog!

I am so super excited and grateful for the opportunity to share my vision for Mirle and Tess with you and tell you a little more about myself in this blog!

My name is Ilse and I am the super proud mum of two amazing girls Mirle and Tess and now the owner of Mirle and Tess which is a Netherlands based online concept store for modern natural and organic babies and kids items for the ages 0-6.

My vision for Mirle and Tess is to offer amazing products that are modern and stylish but most importantly safe to use for your babies and kids. During my second pregnancy of Tess I became more and more conscious of the use of ingredients in bath and body products for babies. Knowing that a baby’s skin is much thinner than an adult’s skin and all the harmful substances that appear in clothing and bath products I started the hunt for the best organic clothing and bath products for my little girls. As I began my search over the internet I was happily surprised to find a wide range of options of stylish and modern apparel and baby products that actually did use the good ingredients and started collecting my favorite brands. Head over to our store to check out what we have collected so far!

My hope is to inspire mama’s and collect new modern, stylish an safe products and ideas to make available curated collections of our favourite brands. We hope to extend our store and to introduce new brands and products that we are passionate about.

The blog posts will be monthly at this stage and we will share the latest news, collections and tips and also hope to interview the people behind our brands.

I would love to hear your thoughts on all this and your ideas about what you’d like us to stock. DM me via Instagram or email me via 

We’re so grateful and thank you all for your support!

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